- I - 摘要 房地产作为发展国民经济、改善人民生活的基础产业之一，已成为我国的支柱 产业。经过多年快速发展，中国房地产行业已经充分释放了社会需求。2018 年，我 国商品房销售达到 15 万亿元，商品房销售同比增长 12.2%。但是需要及时调整发展 战略。唐山睿诚公司作为一家成立八年多的中小型房地产企业，需要不断分析当今 形势，结合企业自身的情况制定发展战略，指引企业未来的发展。 首先，本文梳理了国内外战略管理理论的发展与流派，以及房地产企业管理研 究现状，并作出总结。 其次，阐述了企业管理相关概念；介绍了几种常见的战略分析模型，如 PEST 分析、五力竞争模型、SWOT 分析。 再次，从公司的外部环境方面，运用 PEST 分析方法分析了睿诚公司面临的宏观 环境，运用五力竞争模型分析了睿诚公司的行业环境，进而识别出睿诚公司面临的 外部关键机会和威胁；从公司的内部环境方面，对睿诚公司的简要概况、公司相关 资源以及能力进行了介绍，进而识别睿诚内部的关键优势和劣势。 最后，通过 SWOT 分析，制定睿诚公司发展战略，即采取 SO 战略，并以 ST 战 略和 WO 战略为辅，再结合公司的愿景与使命制定睿诚公司的战略目标，在此基础 上设计制定了公司业务战略，并提出了战略实施的保障措施，包括完善人力资源管 理体系，注重科学有效培训；强化市场营销能力，树立品牌形象；完善招投标管理 对策，合理增加土地储备；加强施工质量管理，开阔创新意识；提高财务管理水平， 拓宽融资渠道。 关键词，唐山睿诚；房地产；发展战略；SWOT 分析燕山大学工商管理硕士学位论文 - II - Abstract Real estate, as one of the basic industries to develop national economy and improve people's lives, has become a pillar industry in China. After years of rapid development, China's real estate industry has fully released social demand. In 2018, China's commercial housing sales reached 15 trillion yuan, up 12.2% year-on-year. But the development strategy needs to be adjusted in time. As a small and medium-sized real estate enterprise which has been established for more than eight years, Tangshan Ruicheng Company needs to constantly analyze the current situation, formulate development strategy according to the enterprise's own situation, and guide the future development of the enterprise. Firstly, this paper combs the development and schools of strategic management theory at home and abroad, as well as the research status of real estate enterprise management, and makes a summary. Secondly, it elaborates the concepts related to enterprise management and introduces several common strategic analysis models, such as PEST analysis, Five-power competition model and SWOT analysis. Thirdly, from the company's external environment, using PEST analysis method to analyze the macro-environment that Ruicheng Company is facing, using five-force competition model to analyze the industry environment of Ruicheng Company, and then identify the external key opportunities and threats that Ruicheng Company is facing; from the company's internal environment, a brief overview of Ruicheng Company, company-related resources and capabilities are introduced. Then identify the key strengths and weaknesses of Ruicheng. Finally, through SWOT analysis, the development strategy of Ruicheng Company is formulated, that is, adopting SO strategy, supplemented by ST strategy and WO strategy, combining with the vision and mission of the company, to formulate the strategic objectives of Ruicheng Company. On this basis, the company's business strategy is designed and formulated, and the safeguard measures for the implementation of the strategy are put forward, including improving the human resources management system and paying attention to scientific and effective training. Marketing ability, establish brandAbstract - III - image; improve bidding management countermeasures, increase land reserve rationally; strengthen construction quality management, broaden innovation consciousness; improve financial management level, broaden financing channels. Keywords: Tangshan Rui Cheng; real estate; development strategy; SWOTAnalysis目 录 - V - 目 录 摘要..................................................................................................................................I ABSTRACT....................................................................................................................... II 第 1 章 绪 论...................................................................................................................1 1.1 研究背景及意义.....................................................................................................1 1.1.1 研究背景...........................................................................................................1 1.1.2 研究意义...........................................................................................................1 1.2 国内外研究现状.....................................................................................................2 1.2.1 国外研究现状...................................................................................................2 1.2.2 国内研究现状...................................................................................................4 1.2.3 国内外研究现状评述.......................................................................................5 1.3 研究内容与研究方法.............................................................................................5 1.3.1 研究内容...........................................................................................................5 1.3.2 研究方法...........................................................................................................6 第 2 章 房地产企业战略管理相关理论概述...................................................................7 2.1 企业战略管理概念界定.........................................................................................7 2.1.1 企业战略的概念...............................................................................................7 2.1.2 企业发展战略的概念.......................................................................................7 2.2 战略分析工具.........................................................................................................8 2.2.1 PEST 分析方法.................................................................................................8 2.2.2 波特五力模型分析方法...................................................................................8 2.2.3 SWOT 分析方法................................................................................................9 2.3 本章小结...............................................................................................................10 第 3 章 睿诚公司外部环境分析.....................................................................................11 3.1 宏观环境分析.......................................................................................................11 3.1.1 政策法律环境分析.........................................................................................11 3.1.2 经济环境分析.................................................................................................19 3.1.3 社会文化环境分析.........................................................................................24 3.1.4 技术环境分析.................................................................................................25 3.2 行业环境分析.......................................................................................................25 3.2.1 房地产行业发展趋势分析.............................................................................25 3.2.2 房地产行业环境分析.....................................................................................27 3.3 外部因素评价矩阵...............................................................................................31 3.4 本章小结...............................................................................................................32燕山大学工商管理硕士学位论文 - VI - 第 4 章 睿诚公司内部环境分析.....................................................................................33 4.1 公司概况及组织结构...........................................................................................33 4.1.1 睿诚公司概况.................................................................................................33 4.1.2 组织机构设置.................................................................................................33 4.2 公司资源状况分析...............................................................................................35 4.2.1 财务状况分析.................................................................................................35 4.2.2 无形资产状况分析.........................................................................................37 4.2.3 人力资源状况分析.........................................................................................38 4.2.4 土地资源状况分析.........................................................................................40 4.3 公司能力状况分析...............................................................................................41 4.3.1 土地获取能力分析.........................................................................................41 4.3.2 融资能力分析.................................................................................................41 4.3.3 招投标能力分析.............................................................................................41 4.3.4 建造能力分析.................................................................................................42 4.3.5 营销能力分析.................................................................................................42 4.3.6 内部管理能力分析.........................................................................................43 4.4 内部因素评价矩阵...............................................................................................43 4.5 本章小结...............................................................................................................44 第 5 章 睿诚公司发展战略选择.....................................................................................45 5.1 基于 SWOT 分析的战略选择..............................................................................45 5.1.1 SWOT 矩阵分析..............................................................................................45 5.1.2 战略方案选择.................................................................................................46 5.2 睿诚公司总体战略定位.......................................................................................48 5.3 睿诚公司愿景与使命............................................................................................48 5.3.1 公司的愿景.....................................................................................................48 5.3.2 公司的使命.....................................................................................................48 5.4 睿诚公司战略目标...............................................................................................49 5.4.1 总体战略目标.................................................................................................49 5.4.2 阶段性战略目标.............................................................................................49 5.5 睿诚公司业务战略...............................................................................................50 5.5.1 睿诚公司业务战略定位.................................................................................50 5.4.2 睿诚公司业务战略内容.................................................................................51 5.6 本章小结...............................................................................................................53 第 6 章 睿诚公司发展战略实施的保障措施.................................................................54 6.1 加强人力资源管理...............................................................................................54目 录 - VII - 6.1.1 建立和完善科学的人力资源管理体系.........................................................54 6.1.2 注重科学有效培训.........................................................................................54 6.2 强化市场营销能力...............................................................................................54 6.2.1 加强营销队伍建设.........................................................................................55 6.2.2 注重有效营销策略的运用.............................................................................54 6.2.3 注重品牌形象的建立.....................................................................................54 6.3 加强生产管理.......................................................................................................54 6.3.1 合理增加土地储备.........................................................................................57 6.3.2 完善公司招投标管理对策.............................................................................58 6.3.3 加强施工质量管理.........................................................................................58 6.3.4 开阔创新意识.................................................................................................58 6.4 加强资金管理能力...............................................................................................59 6.4.1 提高公司财务管理水平.................................................................................59 6.4.2 拓宽融资渠道.................................................................................................60 6.5 本章小结...............................................................................................................60 结 论...............................................................................................................................61